Individual donors gave 83% of the $295 billion donated to nonprofits in 2006, as stated in the Giving USA 2007 Report. Foundations came in at 13% and Corporations at 4%. If you do the math, you will realize that individuals give roughly $250 billion each year. “Charities’ direct market appeals are not raising as much money as they have in years past, and charities’ are losing more donors and attracting fewer new supporters”, according to the January 8, 2008 issue of Chronicles of Philanthropy. Many organizations focus more of their time and energy on the $50 billion (17%) rather than the $250 billion (83%).
Developing one relationship can be overwhelming and not an efficient use of an organization’s resources and time. Utilizing special events as a way to increase your individual donor base and build exposure within the community can be more efficient and beneficial for building a sustainable funding model for your organization. Here are 5 easy tasks you can do to begin increasing individual donors through special events:
Be strategic in who you invite: Your goal is to find donors who will have a vested interested in the great work you do in the community. Therefore you need to identify those donors. Figure out your target market of donors and invite them to your event. Ask board members to invite these potential donors to sit at their tables. Utilize your table sponsors’ givebacks in order to invite more potential donors.
Engage event sponsors’ employees: Engaging major event sponsors’ employees is an added benefit to these companies. It helps boost morale and puts the company in the community spotlight. Host company happy hours and share your mission with employees. Share with them the impact that a company like the one they work for creates positive impact on their community. Tell them how they can be involved on many levels as a volunteer, in-kind donor or even financial donor. Offer a discount to major sponsors’ employees to attend your event.
Assign staff, board and volunteers a list of people to schmooze: Your staff, board and volunteers are some of the best advocates for your organization. Provide them with talking points and even host a pre-event training on networking. Assign them with a list of people that they need to connect with at your event. Make sure that everyone is dispersed among your attendees. You do not want all your staff and volunteers sitting in the back all at one table. Get them out there talking about your organization.
Showcase the heart of your organization: An event should be a fun way to showcase your organization and give attendees a taste of what you do. You want attendees to walk away with an understanding of who you are and a desire to be more involved. Create an emotional hook at your event. You don’t need to spend lots of money on décor, entertainment or event centerpieces. Find creative ways to engage your attends with the heart of your organization.
Follow-up is key: Following up after an event is the key to cultivating that relationship with potential new donors. Thank them for coming to your event. Have board members, volunteers, staff and even clients personally call to thank them for attending. Invite them to tour a facility, spend time with a client or attend a luncheon with the President of your organization or maybe even the President of your major sponsors. Be creative in getting them more engaged with your organization.
Remember to keep focused on the purpose of your event and the mission of your organization throughout the process. An event is not over after everyone gets in their cars and goes home. The work is just beginning, but an event is a great way to take that first major step of introducing a potential donor to who you are, what you do and how they can be involved.
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